3.4. Making the Pitch

"The Pitch" (that is,
"selling" your story) has changed
over the years. Pitching is often not done just by regular mail,
telephone, or even fax anymore. These days, most contacts are
made through email.

Before sending anything, you should try to find out how a
particular editor or journalist likes to receive pitches and in
what format the pitch should be presented. In-depth database
research on numerous publications and reporters is available from
companies like LexisNexis and Dow Jones and can be a real asset
to public relations professionals looking for contact
preferences.

Every editor or journalist has their own preferences for
receiving news releases and pitches. Knowing whether to call,
fax, or email makes a world of difference—and
may even be the difference between getting your news read and
covered, and not. While sending the same email to 20 editors is
quick, easy, and painless, your pitch may not get the attention
your organization deserves.

Though e-mail has simplified and certainly quickened the
transfer of information between public relations professionals
and their media contacts, email has some drawbacks. Email is not
as personal as a phone call, as quick as glancing over a fax, or
as formal as a letter sent by post. The ease and ubiquity of
email can sometimes make building a working relationship with
certain editors or journalists more difficult.

For example, a particular Bloomberg reporter (who shall
remain anonymous) does not like receiving pitches by email. In
her words: "Email tells a one-sided story in
its pitch. It makes it impossible to ask questions regarding some
uncertain aspects." Because of this, this reporter
prefers to be contacted by phone. She will only read and accept
email if the email relates to her beat and covers all the points
she wants covered.

David Andelman of the New York Daily News prefers receiving
pitches and news releases by fax, which he can read instantly
without having to print them out. "I am
[always] getting an abundance of press news," he
says. "But at least with faxes, I can filter
through them easier and quicker than I can with emails, deciding
what is trash and what I can use. Don't waste
my time. We are a daily paper."

Samuel Brittan, an economic commentator with the Financial
Times in London, likes old-fashioned snail mail.
"There are problems which occur with email, be
it privacy issues, bounce-backs, or just an
over-abundance," he says. "I simply
prefer to be mailed directly through the postal
service."

Carrie Donovan, an editorial assistant for The Washington
Post, states: "Initially, I prefer postal mail
pitches, since I receive artwork and photos for stories. Images
sent via email tends to be problematic, either too small for us
to run or it may look bit-mapped (jagged-looking)."
She also observes that emailed releases are more likely to have
missing information, something as seemingly obvious as an address
to an event. Like most media professionals, Ms. Donovan wants all
the facts delivered coherently and comprehensively. Failure of a
public relations representative to do this is enough to turn her
off completely.

Whatever method you use to correspond with an editor or
reporter, always remember that media people are
extremely
busy. After all, they live and die by deadlines. Although you may
want to know if your contact has received your pitch or news
release, phoning them is generally not recommended. Most editors
don't have the time to answer follow-up calls
or engage in lengthy conversation. This again underscores the
importance of giving them all the information in one
"neat and clean" delivery. As Mr.
Andelman bluntly states, "We aren't idiots. If you faxed it to us and you
didn't get an error message back, you know we
received it just fine. And if we decide to use it, chances are we
will contact you for more information."

First impressions count. The best advice we can give when
you are dealing with a news editor for the first time is to
tailor the pitch specifically to that editor's
beat. Then sit back and hope for the best. Although this approach
sounds unpredictable, this is the nature of public
relations.

By corresponding with editors in the way they prefer (which
may not be the easiest or most convenient way for you), you will
set a good impression for your organization. With persistence and
good manners, you may eventually become an authority to whom
journalists and editors willingly turn for commentary.

3.4.1. Getting the Editor's Attention

Editors pride themselves on keeping current with the latest
developments in their field. Indeed, being current is a central
aspect of their jobs and practically inescapable, considering the
mountains of information delivered to their desktops. Since they
take this responsibility very seriously, most editors
read—or at least scan—every
single release that comes in.

The big read usually begins as an accompaniment to the
morning cup of coffee. Editors will read the
release's headline, perhaps scan a paragraph
or two, and decide whether the piece works for their
publications. Since so much depends on passing this preliminary
test, we will discuss in Chapter 4 how to give your release the
best chance of being "picked up."

Not every news release will contain earth-shattering news.
In fact, many will be written mainly to keep the
organization's name in front of the editors.
Nonetheless there will be times when an item will be particularly
newsworthy, timely, or significant to at least one editor. That
is the time to pick up the phone and bring the item to their
attention. Editors are sensitive to significant announcements and
do not want to miss them any more than you want them missed, so
calling is appropriate on these occasions. However, there are a
few caveats.

First, remember never to call during the editor's
"deadline time" of the day, week,
or month. Note these periods in your contact database. Secondly,
use the phone strategically. Do not phone too often or for
trivial news—that is equivalent to
"crying wolf." If you will be
making several important announcements within a short period, let
the editor know you will be doing this instead of calling
separately about each item. Only pick up the phone when all of
your ducks are in a row; that is, when the information is ready
to be released, and you are prepped and primed to answer
questions. Finally, remember that any phone call should be brief
and to the point, with additional information sent by email (or
whatever format the editor has stipulated).

Using the telephone intelligently and to maximum effect
will demonstrate your public relations savvy and professionalism.
This, in turn, will increase your
organization's credibility, increasing the
likelihood that your news will be picked up.